Explore Interesting Tracks, Trails, History, Museums, Shops, Cafes, Beaches and Rivers
Thames has a perception issue; visitors often see it as merely a gateway to the Coromandel rather than a destination in its own right—a “poor cousin” to the more well-known summer spots in the Coromandel.
In our previous branding efforts, we focused on uncovering the town’s unique identity. With Māori beginnings that trace back to the landing of the Tainui waka, a rich gold mining history from the late 1800s, one of New Zealand’s best coastal highways, and beautiful valleys filled with bush walks and swimming holes, Thames can rightfully claim its place as one of New Zealand’s most interesting towns to visit.
The Thames Info Centre serves as a hub, providing valuable information and guidance for visitors exploring Thames, the Coromandel and beyond. The friendly team of staff and volunteers share local knowledge, supported by a suite of specially designed maps and brochures that help visitors make the most of their experience and explore unique spots, armed with insights into the history of each location.
Display stands direct and educate visitors to shopping districts, cafes, historical sites, short and long walks, freedom camping spots, beaches, swimming holes, and more. Thames’ heritage is highlighted, from the Māori origins of Te Kauaeranga and Captain Cook’s explorations to the gold rush of 1867.
We enlisted Alistair McCready at Monolith to design three custom town typefaces inspired by historical type we discovered during our research, creating an interchangeable font system that can be mixed and matched. These fonts were used in designing the logo, positioning line, display stands, and other materials.
We also captured a brand library of over 400 images of Thames—covering its historical sites, beaches, sunsets, hikes, and more. From this, we produced a set of 20 postcards available at the Info Centre, which the council and media organizations are using to gradually reshape Thames’ image.
Stop in, say hello to the team, and come explore our interesting little town!
Brand: Thames – Explore Interesting
Client: Thames Coromandel District Council, Thames Community Board
Creative Director: Brent Courtney
Designer: Brent Courtney
Photographer: Brent Courtney
Research and copywriting: Brent Courtney
Interior Design: Brent Courtney
Project Management: Brent Courtney
Typography Design: Alistair McCready @ Monolith